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App development companies can’t rest on their laurels after creating and publishing an app. Instead, they need to market the app, acquire a reliable user base and ultimately generate revenue from it.

There are several app marketing strategies you can utilise to acquire users. But which strategy works the best? That’s where app analytics comes into the picture. By collecting insightful data from your marketing and advertising efforts, app analytics tools allow you to identify the campaigns that work well and give you the confidence to channel your resources accordingly.

But they aren’t restricted to just that. These tools are vital for understanding user behaviour, app performance, and so much more. In this article, we will cover everything you need to know about app analytics and its tools, and why they must be an essential part of your app development endeavour.

Mobile App Analytics and Tools: Everything You Need to Know  1

What Is Mobile App Analytics?

App analytics monitors the performance of an application based on several metrics and delivers insightful data that developers can utilise to make data-driven decisions. 

These analytics tools help you understand how users are interacting with your app, what actions they perform, and what part of your app they interact with. The valuable insights from these tools can be used to improve the app by adding or removing features or enhancing existing ones that users aren’t really impressed with.

Why Is App Analytics Important?

Understanding your users and tweaking your app accordingly is crucial to its success. For example, several features may seem appealing on paper, but when implemented, they might not fetch the desired results. 

Similarly, users may try to use certain features and fail miserably because the instructions you provided during the app onboarding process may have been insufficient or the feature is too complicated to approach. Either way, the app analytics tools remove the uncertainties revolving around such features and deliver real-time insights on how your app looks and feels to users.

What Can Be Tracked Using App Analytics?

1. Events

Events can be both custom or automatically collected; they are triggered by specific user interactions with your app. It can be an ad impression or ad clicked, and depending on your app’s end goals, events can be further customised. 

2. Conversions

Conversions are predefined events that coincide with the app goals. It is crucial to track conversions as they will help in segmenting users who bring in the highest value by performing the desired actions. Generally, the three critical app conversions are: 

  • Opening an app for the first time
  • Making an in-app purchase
  • Making an e-commerce transaction

3. Cohorts

Mobile App Analytics and Tools: Everything You Need to Know  2A table showing the change in retention rate over 10 days using cohort analysis. Image Credit: clevertap.com

A cohort can be defined as a set of users who started using an app around the same time. By analysing the retention rate of cohorts, for instance, you can quickly identify how long people continue to use an app. This helps in segmenting users who churn and to understand the common characteristics they share. You can then tweak the app for cohorts who are more likely to engage well with it.

4. Funnels

Mobile App Analytics and Tools: Everything You Need to Know  3A funnel depicts the stages a user passes through before performing the desired action. Image Credit: trackmaven.com

Funnels are visual representations of steps taken by a user to perform a specific action which, for example, can be purchasing a product in an e-commerce app. With the help of funnel reports, you can segment users with higher completion rates and put more effort into engaging and retaining them.

What Are the Benefits of Using App Analytics?

1. It Helps to Drive Better ROI

In this increasingly competitive mobile app landscape, a single penny going in the wrong direction is hardly acceptable. Fortunately, app analytics tools let you observe which channels reap the highest lifetime value (LTV) and will help you devise ROI-focused user acquisition strategies.

2. It Is Useful to Gather Accurate Data

As your user base grows, understanding the context of each user’s feedback and worries can be tiresome. The feedback data collected will be massive and won’t have a real-time analysis of what the problem actually is.

If you rely on only manual feedback analysis, dissatisfaction will grow as it will take forever to solve the problem. This will prompt users to ditch your app and try alternatives. With the help of performance analytics, you get to identify the sections of your app where users face issues and take proactive measures to serve them better. 

3. It Allows You to Run Personalised Marketing

With the help of app analytics, creating highly targeted marketing campaigns based on user behaviour, interests, and demographics is easy. With personalised push notifications having four times more open rates than generic messages, analytics can help you win back your churned users and keep them engaged.

4. It Helps in Tracking Your Goals

Mobile App Analytics and Tools: Everything You Need to Know  4Tracking marketing campaigns in App Analytics. Image Credit: apptamin.com

Every marketing campaign is goal-oriented. There will be a specific number of installs or engagements that a marketer needs to obtain. Even if the campaigns are small-scale, tracking what led a user to install and engage with your app can be time-consuming. 

With the help of mobile app analytics, you can easily identify the aspects of your campaigns that users liked the most and the ones they didn’t. This will also help marketers set realistic goals and improve their future campaigns.

Common KPIs to Consider While Using App Analytics Tools

1. Retention Rate

It is the percentage of returning users, calculated by comparing the number of app users within a specified period, to the same set of users in a previous period. The average retention rate of mobile apps after 90 days is 25%.

2. Churn Rate

It is the ratio between the number of users who continue to use the app and the ones who have stopped after a specific period of time. 71% of app users churn within 90 days across all genres.

3. Session Length

It is the time spent by a user on your app before they close it or switch to another app. The average duration of in-app sessions across iOS devices is 5.6 minutes, whereas, in Android, it is 6.6 minutes.

4. Daily Active User (DAU)

It is the number of users who open your app on a daily basis. 

5. Monthly Active User (MAU)

It is the number of users who open your app on a monthly basis.

6. Lifetime Value (LTV)

It is a predictive measure of the net profit a user can bring during their entire relationship with an app or a company.

7. Average Revenue Per User (ARPU)

It is the measure of the revenue generated per user. ARPU helps companies and investors to analyse an app’s revenue generation capabilities and its growth potential at user level.

Types of App Analytics Tools

Depending on the type of data they collect and the performance metrics they measure, app analytics tools can be divided into the following categories.

In-App Analytics

Mobile App Analytics and Tools: Everything You Need to Know  5In-app analytics by Mixpanel. Image Credit: getapp.com

In-app analytics tools primarily focus on the users’ behaviour within the app. With these tools, you can monitor how a user interacts with your app and will also include information about the device used and other user demographics. The device and the operating system used has a profound effect on an app’s user experience, performance and even user behaviour

For example, in an e-commerce app, the product information share button may be differently placed or misplaced in smaller screens, especially if the developers didn’t follow the mobile-first approach. In-app analytics tools will allow you to analyse whether such misplacements affect the user experience, and ultimately the conversion rates, and will help you take data-driven measures.

In-app analytics can be broken down into two types – quantitative and qualitative. In simple terms, quantitative data shows what happened, and qualitative data explains why it happened.

Another notable feature of in-app analytics tools is their ability to gather data from A/B testings. With the help of A/B testing, you can find the design components and features that users appreciate the most from a set of variations. In-app analytics tools can make data gathered from A/B testing more comprehensible.

KPIs of In-App Analytics

  • User demographics (age, gender, location, native language)
  • In-app behaviour
  • Returning or new user
  • Session length
  • Operating System (OS)
  • Device type
  • Manufacturer

App Performance Analytics

Mobile App Analytics and Tools: Everything You Need to Know  6Monitoring crash and performance analytics in Firebase. Image Credit: firebase.googleblog.com

If your app doesn’t work to impress, then there’s little meaning in measuring its engagement and retention rates. With the help of app performance analytics tools, also known as APM tools, you can monitor your app’s uptime, resource usage, responsiveness, crash and many performance-related metrics.

With numerous manufacturers and models to consider, monitoring the performance of your app in each is crucial to deliver a consistent user experience, and the APM tools are primed for just that.

If a particular feature of your app fails to function, you will face a lot of losses in terms of retention and sales. For example, let’s take the case of the buy button of an e-commerce app again. If the button is placed out of sight for smaller screen devices, users will have a hard time completing a purchase, not to mention the irritation it can cause. 

Such instances can lead to high uninstall rates, and in the worst-case scenario, you end up with a not-so-impressive app store review. With an app performance analytics tool in place, such situations can be foreseen and rectified before they impact users.

KPIs of App Performance Analytics

  • Load Speed
  • App Speed
  • Time to First Byte (TTFB)
  • Screen Rendering
  • CPU Usage
  • App Crashes
  • API Latency
  • App Load per Period
  • Network Errors
  • System Resource Usage

To know more about how to boost the performance of an app and the key metrics to consider, read our detailed guide on application performance monitoring.

App Marketing Analytics

Mobile App Analytics and Tools: Everything You Need to Know  7App marketing analytics in the Kochava platform. Image Credit: getapp.com

While running app marketing campaigns, analysing the number of installs, app opens, or desirable actions such as in-app purchases is crucial to identify the strategies that perform well and to channel your resources only to them.

App marketing analytics tools help you streamline the data collected and makes it more approachable. Unlike the previous tools discussed, app marketing tools work outside your app. These tools are vital for measuring your efforts in producing organic traffic using techniques like App Store Optimization (ASO), cross-promotion, and even content marketing, to name a few.

KPIs of App Marketing Analytics

  • Installs
  • Registration
  • Opens
  • Purchases
  • Content viewed
  • Shares
  • Invites

To know more about the best marketing strategies to adopt, read our ultimate guide on app marketing.

App Advertising Analytics 

Launching an app install ad campaign without the assistance of advertising analytics tools is a waste of time and resources. You will never know which campaigns reaped the highest number of installs and therefore mayl be ruining your budget on the ones that didn’t perform well.

App advertising analytics tools help marketers and advertisers analyse the data from their campaigns and will help them recognise their effectiveness. This will also allow them to A/B test their creatives and find the most impactful one.

KPIs of App Advertising Analytics 

  • Click-Through Rate (CTR) 
  • Install Rate (IR)
  • Conversion Rate (CVR)
  • Cost Per Install (CPI)
  • Cost Per Thousand (CPM)
  • Effective Cost Per Thousand (eCPM)
  • Cost Per Click (CPC)
  • Cost Per Acquisition / Action (CPA)

To know more about the major mobile advertising companies and the platforms you can use, read our detailed guide on mobile app advertisers.

Mobile App Analytics Best Practices

1. Focus on Measuring Only What Matters to Your App’s Goals

The performance metrics that may seem crucial for one app may not be for another. For example, for an e-commerce app, the number of users who convert and make a purchase will be one of the crucial KPIs it measures. But for a mobile game app that shows in-app ads as part of its monetization strategy, the number of users who engage and view them will be a measure-worthy KPI.

With so many metrics to measure, it is critical that you choose only the ones that complement your app’s end goals. Otherwise, you will be wasting your time and efforts by measuring KPIs that cause the least impact to your overall success.

2. Compare With Industry Benchmarks

The industry benchmarks can be your go-to for performance comparisons as they display a collective representation of how your competitors are performing. For example, you can use Adjust’s global benchmarks to filter industry benchmarks based on parameters like region, platform and acquisition type.

Mobile App Analytics and Tools: Everything You Need to Know  8Analysing industry benchmarks using Adjust’s Global Benchmarks.

For example, the average retention rate of media and entertainment apps is 43% in 30+ days. If an entertainment app has anything lower than that, then it means a relook in its retention strategies is essential.

3. Map the User Journey to Track the Critical Events

Mobile App Analytics and Tools: Everything You Need to Know  9Mapping the user journey of an app gives more clarity on the pain points and delights a user will face. Image Credit: medium.com

Mapping out the user journey based on your app’s goals can help you better understand the user behaviour and track the right events. This will help you know where users churn the most and take measures for better engagement and retention rates.

Best Mobile App Analytics Tools

1. Firebase

Mobile App Analytics and Tools: Everything You Need to Know  10

Firebase is a Google-acquired mobile platform that measures everything from user engagement to app crashes in one central location. It is a free APM tool that enables developers to analyse the context of performance issues for fast rectification. It is also linked with other Google products like AdMob and Google Ads.

Type: In-app, performance and crash, marketing analytics

Platforms Supported: 

  • Android
  • iOS
  • Unity
  • C++

Key Highlights:

  • Funnel visualization
  • In-app purchase data
  • In-depth audience segmentation
  • Crash Reporting
  • Automated monitoring of HTTP/S requests

2. App Analytics (Apple App Analytics)

Mobile App Analytics and Tools: Everything You Need to Know  11

App Analytics is a platform specifically for Apple App Store. It offers insights on how users browse the App Store and discover your app. By default, Apple Analytics is included in the Apple Developer Program membership and doesn’t require any extra implementation. It also allows you to find the apps and in-app subscriptions that are most popular.

Type: In-app, crash, marketing analytics

Platforms Supported:

  • iOS

Key Highlights:

  • SDK installation not required
  • Sales data
  • Acquisition analysis
  • Attribution analysis

3. Google Analytics

Mobile App Analytics and Tools: Everything You Need to Know  12

Google Analytics is one of the most widely used and the earliest players in the analytics industry. Even though it is predominantly used for web apps, it is equally useful for Android and iOS. It can be seamlessly integrated with Firebase and offers robust reporting tools.

Type: In-app and marketing analytics

Platforms Supported:

  • Android
  • iOS

Key Highlights:

  • Free to use
  • Goal tracking abilities
  • Visualise user navigation path
  • Measure in-app payments and revenue

4. Mixpanel

Mobile App Analytics and Tools: Everything You Need to Know  13

Mixpanel is an iOS and Android app analytics tool that allows you to analyse user actions by segmenting and creating funnels. It tracks user interaction within your app and will enable you to generate custom reports. By default, its Insight section shows the top events of the last 96 hours. You can also analyse which features increase engagement, retention and conversion.

Type: In-app and marketing analytics

Platforms Supported:

  • iOS
  • Android

Key Highlights:

  • Addiction report to explore user retention
  • A/B testing
  • Engagement tracking
  • Push notifications

5. Flurry Analytics

Mobile App Analytics and Tools: Everything You Need to Know  14

Flurry is a free analytics tool that lets you monitor users across multiple platforms. It takes just 5 minutes to integrate it with any app and is part of Yahoo’s Developer Network. The platform is easy to use, and its dashboard offers detailed insights about user and session activity. The crash reporting provided makes quick detection of bugs and performance issues.

Type: In-app, performance and crash analytics

Platforms Supported:

  • iOS
  • Android
  • watchOS
  • Unity
  • React Native

Key Highlights:

  • Funnels tracking
  • Raw data download
  • Crash analytics
  • Event tracking

6. AppsFlyer

Mobile App Analytics and Tools: Everything You Need to Know  15

AppsFlyer is a custom analytics tool that offers omnichannel measurement, ROI and cost reporting, along with several business intelligence systems. The dashboard is highly customisable and also provides deep insights on specific goals like deep linking and retargeting attribution. It also has a dedicated mobile app that lets you monitor the performance of your app on the go.

Type: In-app and marketing analytics

Platforms Supported:

  • iOS
  • Android
  • Windows
  • React Native
  • Xbox
  • Amazon
  • Unity
  • Cordova
  • tvOS
  • Marmalade
  • Adobe Air
  • Cocos2ds

Key Highlights:

  • TV attribution
  • Mobile attribution
  • Deep linking
  • App marketing analytics

7. Adjust

Mobile App Analytics and Tools: Everything You Need to Know  16

The mobile app analytics tool offered by Adjust gathers the entire mobile marketing data into a simple interface. You can easily analyse hourly trends, cohorts and also LTV of users. The tool is beneficial to track the key events on the user journey and for aggregating the entire engagement data into the dashboard. It also offers a Fraud Prevention Suite to detect fraudulent and malicious activities.

Type: Marketing analytics

Platforms Supported:

  • iOS
  • Android
  • Windows Phone
  • Windows Store

Key Highlights: 

  • Access to raw and real-time data
  • Customisable event tracking
  • App and advertising analytics
  • Cohort analysis

8. Countly

Mobile App Analytics and Tools: Everything You Need to Know  17

Countly is a 360-degree web and mobile analytics and marketing platform that is open-source and allows on-premise hosting for easily tracking a user journey on your app. The dashboard is highly customisable and has both free and paid versions.

Type: In-app analytics

Platforms Supported:

  • iOS
  • Android
  • Web

Key Highlights:

  • Extensible using plugins
  • Retention analysis
  • Highly customisable
  • Funnel analysis
  • On-premise or private cloud hosting

9. Localytics

Mobile App Analytics and Tools: Everything You Need to Know  18

Localytics is a marketing solution for mobile apps that offers smart analytics insights to improve an app’s user experience for better engagement and retention. It has an impressive push notification feature, along with robust features to track retention metrics and attribution models.

Type: In-app and marketing analytics

Platforms Supported:

  • iOS
  • Android
  • Web

Key Highlights:

  • Uninstall tracking
  • Mobile CRM
  • Sessions and events
  • Clod support

10. UXCam App Analytics

Mobile App Analytics and Tools: Everything You Need to Know  19

The app analytics platform from UXCam allows you to understand the big picture of your app in one single view and gradually narrow down to individual user journeys. It also offers Session Replays that helps in analysing unusual user flows for easy error rectifications. 

Type: In-app analytics

Platforms Supported:

  • iOS
  • Android

Key Highlights:

  • Analyse heatmaps
  • Automatic element tagging
  • Funnel Analytics
  • Lightweight SDK

11. Kochava

Mobile App Analytics and Tools: Everything You Need to Know  20

Kochava is a mobile app analytics platform used for tracking engagement, LTV and user acquisition efforts of mobile apps. Using the tool, you can perform cohort analysis, export data in multiple formats and also analyse precise return on investment (ROI).

Type: Marketing analytics

Platforms Supported:

  • iOS
  • Android
  • Windows
  • React Native
  • Unity
  • Cordova
  • tvOS
  • Web SDK
  • Adobe Analytics

Key Highlights:

  • True LTV
  • Funnel view
  • Fraud prevention
  • Retention analysis

12. GameAnalytics

Mobile App Analytics and Tools: Everything You Need to Know  21

GameAnalytics is an analytics platform specifically designed for mobile game apps. It supports tons of integrations and is designed to work with almost every game platform. You can use it to track player stats, engagement, retention, and the revenue they bring in, all in one platform. It is free and flexible, and more than 63 thousand titles use this platform for optimization.

Type: In-app and marketing analytics

Platforms Supported:

  • Android
  • iOS
  • Unity
  • Unreal
  • JavaScript

Key Highlights:

  • Real-time analytics on player sessions
  • Track cohorts and funnels
  • Error tracking
  • Choose app analytics metrics aligned with your goals

13. Woopra

Mobile App Analytics and Tools: Everything You Need to Know  22

Woopra offers clear statistics on the user journey and tracks all customer activity. The platform allows developers to build custom user segments and create custom analytics reports.

Type: In-app and marketing analytics

Platforms Supported:

  • iOS
  • Android
  • Web

Key Highlights:

  • Retention reports
  • One-click integration
  • Create and view user profiles

14. Tune

Mobile App Analytics and Tools: Everything You Need to Know  23

Tune is an app analytics and performance marketing platform that offers attribution analysis. It has a robust measurement and targeting technology, with nearly 25 billion events tracked monthly. It has an excellent customer support team and has minimised risk with data protection and fraud protection.

Type: Marketing analytics

Platforms Supported:

  • Android
  • iOS
  • Windows
  • JavaScript
  • tvOS

Key Highlights:

  • Easy to set up and start
  • Cohort analysis
  • People-based attribution engine
  • Free up to 10k MAU

15. Apptentive

Mobile App Analytics and Tools: Everything You Need to Know  24

Unlike other platforms that only monitors the user experience, Apptentive takes it a step further and asks the users directly. Not surprisingly, human feedback is highly crucial to improve performance, and with Apptentive, this process is more streamlined. The platform can also be used to prompt users to leave reviews on app stores.

Type: Customer feedback, in-app and marketing analytics

Platforms Supported:

  • iOS
  • Android

Key Highlights:

  • Intuitive onboarding process
  • Clutter-free dashboard
  • In-app messages and surveys

16. Clicktale

Mobile App Analytics and Tools: Everything You Need to Know  25

Using Clicktale, you can easily view user behaviour and journey data, along with heatmap and funnel tracking. The platform integrates with both mobile and web apps. It also offers user session replays with sampled recording and triggered recording options. 

Type: In-app, performance and crash analytics

Platforms Supported:

  • iOS
  • Android
  • Web

Key Highlights:

  • Syncs quickly with app data
  • Intuitive heatmap data
  • Data visualisation

17. Heap Analytics

Mobile App Analytics and Tools: Everything You Need to Know  26

Heap Analytics is an in-app analytics platform that gathers data from multiple sources and allows you to analyse all of them at once. Using the platform, you can monitor app performance, user journey, user interaction, and so much more. 

Type: In-app and marketing analytics

Platforms Supported:

  • iOS
  • Android
  • React Native
  • Cordova

Key Highlights:

  • Requires least technical knowledge to use
  • Analyse data retroactively
  • Cross-device view

18. Rollbar

Mobile App Analytics and Tools: Everything You Need to Know  27

Rollbar is an error-tracking software that offers full-stack performance and crash reporting for both web and mobile apps. It has easy-to-use filters, which makes error identification effortless.

Type: Crash and performance analytics

Platforms Supported:

  • iOS
  • Android
  • Python
  • PHP

Key Highlights:

  • Comprehensive and organised error reporting
  • Uses multiple servers to prevent a single point of failure
  • Free for 5000 error reports per month

19. App Annie

Mobile App Analytics and Tools: Everything You Need to Know  28

App Annie is a robust analytics platform that focuses on sales, pricing and download data. Its ranking and review analytics helps you analyse how the market is receiving your app. It also can rank apps based on revenue, downloads and many other features.

Type: In-app and marketing analytics

Platforms Supported:

  • iOS
  • Android
  • Windows
  • Amazon

Key Highlights:

  • Historic sales ranking
  • Simple and intuitive interface
  • A/B testing
  • Cohort analysis

20. Taplytics

Mobile App Analytics and Tools: Everything You Need to Know  29

Taplytics is an app analytics and customer engagement platform that offers a high degree of personalization. It can be used to engage users at different levels of the customer lifecycle. The platform also translates data collected into universally actionable campaigns without the risk of security breaches.

Type: Customer engagement and in-app analytics

Platforms Supported:

  • Android
  • iOS

Key Highlights:

  • A/B testing
  • Roll-back to a previous app version quickly
  • Easy integration with Google Analytics, Flurry and Mixpanel

In Conclusion

Understanding user behaviour is crucial for an app’s success, and the app analytics tool lets you do it effortlessly. Whether you are planning to improve your app’s performance or measure the effectiveness of your marketing campaigns, there’s an analytics tool out there for that.

With the help of mobile app analytics, you get a complete picture of how your app is used, what needs to be added and what can be improved to enhance the user experience. Try the analytics tools discussed, and you can take your app to higher realms of success with data-driven decisions.

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